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KCOE 4180 - Engagement strategy and Communication: the Power of Purpose

Type d'enseignement : Elective

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English



Course Description

This course is dedicated to the analysis and professional practice of social engagement and communication. In today's world, organisations of all type are confronted to new challenges and expectations. Having a sense of purpose and growing their level of consciousness with regards to their impacts and contributions to society has become unavoidable. From CSR (Corporate Social Responsibility) to social entrepreneurship, communication centred on social engagement is now an essential component of the image and the influence of organizations and their leaders in relation to their stakeholders. The sessions will explore the development of this new relationship between organisations and society, based on meaning, social impact and consideration for the common good, as well as the communication strategies which are implemented in this view. French and international case studies will be studied and external speakers will also be invited to share their vision and field experience. This programme will offer students a practical and concrete approach to responsible and meaningful communication, and the opportunity to develop perspectives that are adapted to the needs and requirements of our world and the upcoming generations.


MODESTI, Laure (Founder & Director)

Pedagogical format

Each session will unfold according to the following sequences: dialogue and discussion on recent news related to social issues and engagement (10-15min) ; two individual presentations - by students (2 x 10min) ; in some instances, a collective case study - by students (15 min) ; a theoretical and practical presentation of the session's theme (approx. 60 min).

Course validation

Each student will be given a global mark based on his/her individual and collaborative work, as well as oral contribution to the class according to the following scale: individual presentation on a theme - chosen during first session (35%); written essay/note on a theme - chosen during the first session (20%); group presentation of a case study (30%); oral participation (15%).


Preparation of the different requested exercises: an oral presentation, a written essay (2 pages), a group case study to be presented orally, and ongoing reading and research of related topics/news.

Required reading

  • MACKEY, John, SISODIA, Raj, Conscious Capitalism - Liberating the Heroic Spirit of Business, Harvard Business Review, 2013
  • SINEK, Simon, Start With Why, Penguin, 2009
  • ESTY, Daniel, WINSTON, Andrew, Green to Gold, Wiley, 2006
  • HURST Aron, The Purpose Economy: How Your Desire for Impact, Personal Growth and Community Is Changing the World, Elevate, 2014.
  • ILHEN, Oyvind, BARTLETT, Jennifer, MAY, Steve, The Handbook of Communication and Corporate Social Responsibility, Wiley-Blackwell, 2011